---
title: "B2B demand generation agencies: Which brands are most popular in search?"
description: "Compare agencies that build B2B marketing programs to create and measure qualified demand. Share of Search among Refine Labs, Ironpaper, Kalungi, New North and Directive, the B2B demand generation agencies Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/b2b-demand-generation-agencies"
publisher: "Brandwave"
---

# B2B demand generation agencies: Which brands are most popular in search?

Compare agencies that build B2B marketing programs to create and measure qualified demand. Share of Search among Refine Labs, Ironpaper, Kalungi, New North and Directive, the B2B demand generation agencies Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: B2B demand generation agencies
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Refine Labs, 33.1%

## Which brand is most popular in search among B2B demand generation agencies worldwide?

- In August 2026, Refine Labs was the most searched among B2B demand generation agencies worldwide, with an estimated 2.4K branded searches and 33.1% estimated Share of Search within this set.
- Ironpaper is in 2nd place, 10 percentage points behind at 23% Share of Search.
- Across the 11 months ending August 2026, Refine Labs’ estimated Share of Search among B2B demand generation agencies worldwide increased from 21.7% to 33.1%.
- Across the 11 months ending August 2026, Ironpaper’s estimated Share of Search among B2B demand generation agencies worldwide decreased from 34.9% to 23%.
- Across the 11 months ending August 2026, Kalungi’s estimated Share of Search among B2B demand generation agencies worldwide decreased from 25.6% to 21.8%.
- Across the 11 months ending August 2026, New North’s estimated Share of Search among B2B demand generation agencies worldwide increased from 17.5% to 21.8%.
- Across the 11 months ending August 2026, Refine Labs’ estimated Share of Search among B2B demand generation agencies worldwide peaked at 33.1% in August 2026 and was lowest at 15.9% in January 2026.
- Across the 11 months ending August 2026, Kalungi’s estimated Share of Search among B2B demand generation agencies worldwide peaked at 33.4% in June 2026 and was lowest at 21.8% in August 2026.
- Across the 11 months ending August 2026, New North’s estimated Share of Search among B2B demand generation agencies worldwide peaked at 25.3% in May 2026 and was lowest at 14.8% in December 2025.
- Across the 11 months ending August 2026, Refine Labs rose from 3rd to 1st among B2B demand generation agencies worldwide.
- Across the 11 months ending August 2026, Ironpaper fell from 1st to 2nd among B2B demand generation agencies worldwide.
- Across the 11 months ending August 2026, Kalungi fell from 2nd to 3rd among B2B demand generation agencies worldwide.
- Across the 11 months ending August 2026, Directive held steady: its estimated Share of Search among B2B demand generation agencies worldwide moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Refine Labs vs Ironpaper: compare search popularity](/demand/global-en/compare/ironpaper-vs-refine-labs): 33.1% against 23% Share of Search.
- [Refine Labs vs Kalungi: compare search popularity](/demand/global-en/compare/kalungi-vs-refine-labs): 33.1% against 21.8% Share of Search.
- [Refine Labs vs New North: compare search popularity](/demand/global-en/compare/new-north-vs-refine-labs): 33.1% against 21.8% Share of Search.
- [Ironpaper vs Kalungi: compare search popularity](/demand/global-en/compare/ironpaper-vs-kalungi): 23% against 21.8% Share of Search.
- [Ironpaper vs New North: compare search popularity](/demand/global-en/compare/ironpaper-vs-new-north): 23% against 21.8% Share of Search.
- [Kalungi vs New North: compare search popularity](/demand/global-en/compare/kalungi-vs-new-north): 21.8% Share of Search each.

## How did search popularity change for B2B demand generation agencies worldwide in August 2026?

- In August 2026, Refine Labs overtook Ironpaper to take the highest estimated Share of Search among B2B demand generation agencies worldwide, at 33.1%.
- In August 2026, New North gained estimated Share of Search among B2B demand generation agencies worldwide, from 14.9% to 21.8%.
- In August 2026, Ironpaper lost estimated Share of Search among B2B demand generation agencies worldwide, from 29.9% to 23%.
- In August 2026, Kalungi lost estimated Share of Search among B2B demand generation agencies worldwide, from 27.2% to 21.8%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Refine Labs | 33.1% | 2.4K | +49.7% | Refine Labs |
| 2 | Ironpaper | 23% | 1.7K | -4.0% | Ironpaper |
| 3 | Kalungi | 21.8% | 1.6K | 0.0% | Kalungi |
| 4 | New North | 21.8% | 1.6K | +83.0% | New North |
| 5 | Directive | 0.27% | 20 | -33.3% | Directive |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Ironpaper | 2.6K | 34.9% | 1 |
| Oct 2025 | Kalungi | 1.9K | 25.6% | 2 |
| Oct 2025 | Refine Labs | 1.6K | 21.7% | 3 |
| Oct 2025 | New North | 1.3K | 17.5% | 4 |
| Oct 2025 | Directive | 20 | 0.27% | 5 |
| Nov 2025 | Ironpaper | 2.2K | 30.8% | 1 |
| Nov 2025 | Kalungi | 1.9K | 27.1% | 2 |
| Nov 2025 | Refine Labs | 1.6K | 23.4% | 3 |
| Nov 2025 | New North | 1.3K | 18.6% | 4 |
| Nov 2025 | Directive | 10 | 0.14% | 5 |
| Dec 2025 | Ironpaper | 2.1K | 31.6% | 1 |
| Dec 2025 | Kalungi | 1.9K | 28.2% | 2 |
| Dec 2025 | Refine Labs | 1.7K | 25.3% | 3 |
| Dec 2025 | New North | 1K | 14.8% | 4 |
| Dec 2025 | Directive | 10 | 0.15% | 5 |
| Jan 2026 | Ironpaper | 2.1K | 32.8% | 1 |
| Jan 2026 | Kalungi | 1.9K | 30% | 2 |
| Jan 2026 | New North | 1.3K | 20.5% | 3 |
| Jan 2026 | Refine Labs | 1K | 15.9% | 4 |
| Jan 2026 | Directive | 50 | 0.78% | 5 |
| Feb 2026 | Kalungi | 1.9K | 33.3% | 1 |
| Feb 2026 | Ironpaper | 1.8K | 31.4% | 2 |
| Feb 2026 | Refine Labs | 1K | 17.7% | 3 |
| Feb 2026 | New North | 1K | 17.5% | 4 |
| Feb 2026 | Directive | 10 | 0.17% | 5 |
| Mar 2026 | Ironpaper | 2.1K | 31.8% | 1 |
| Mar 2026 | Kalungi | 1.9K | 28.7% | 2 |
| Mar 2026 | Refine Labs | 1.3K | 19.7% | 3 |
| Mar 2026 | New North | 1.3K | 19.6% | 4 |
| Mar 2026 | Directive | 20 | 0.3% | 5 |
| Apr 2026 | Kalungi | 1.9K | 27.6% | 1 |
| Apr 2026 | Ironpaper | 1.8K | 25% | 2 |
| Apr 2026 | Refine Labs | 1.7K | 24% | 3 |
| Apr 2026 | New North | 1.6K | 23% | 4 |
| Apr 2026 | Directive | 20 | 0.29% | 5 |
| May 2026 | Kalungi | 1.9K | 30.2% | 1 |
| May 2026 | Ironpaper | 1.8K | 28% | 2 |
| May 2026 | New North | 1.6K | 25.3% | 3 |
| May 2026 | Refine Labs | 1K | 16% | 4 |
| May 2026 | Directive | 30 | 0.47% | 5 |
| Jun 2026 | Kalungi | 1.9K | 33.4% | 1 |
| Jun 2026 | Ironpaper | 1.8K | 30.8% | 2 |
| Jun 2026 | Refine Labs | 1K | 17.8% | 3 |
| Jun 2026 | New North | 1K | 17.6% | 4 |
| Jun 2026 | Directive | 20 | 0.35% | 5 |
| Jul 2026 | Ironpaper | 1.8K | 29.9% | 1 |
| Jul 2026 | Refine Labs | 1.6K | 27.5% | 2 |
| Jul 2026 | Kalungi | 1.6K | 27.2% | 3 |
| Jul 2026 | New North | 880 | 14.9% | 4 |
| Jul 2026 | Directive | 30 | 0.51% | 5 |
| Aug 2026 | Refine Labs | 2.4K | 33.1% | 1 |
| Aug 2026 | Ironpaper | 1.7K | 23% | 2 |
| Aug 2026 | Kalungi | 1.6K | 21.8% | 3 |
| Aug 2026 | New North | 1.6K | 21.8% | 4 |
| Aug 2026 | Directive | 20 | 0.27% | 5 |
| Sep 2026 | Directive | — | — | — |
| Sep 2026 | Ironpaper | — | — | — |
| Sep 2026 | Kalungi | — | — | — |
| Sep 2026 | New North | — | — | — |
| Sep 2026 | Refine Labs | — | — | — |

## What is being compared

- **Directive**: Measured on the search term “directiveconsulting.com”.
- **Ironpaper**: Measured on the search terms “ironpaper”, “ironpaper agency”, “ironpaper b2b marketing agency”, “ironpaper marketing” and “ironpaper.com”, summed into one figure.
- **Kalungi**: Measured on the search terms “kalungi” and “kalungi pricing”, summed into one figure.
- **New North**: Measured on the search terms “new north” and “newnorth.com”, summed into one figure.
- **Refine Labs**: Measured on the search terms “refine labs”, “refine labs reviews” and “refinelabs.com”, summed into one figure.

- [Directive](/demand/global-en/brands/directive)
- [Ironpaper](/demand/global-en/brands/ironpaper)
- [Kalungi](/demand/global-en/brands/kalungi)
- [New North](/demand/global-en/brands/new-north)
- [Refine Labs](/demand/global-en/brands/refine-labs)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among B2B demand generation agencies worldwide?

In August 2026, Refine Labs was the most searched among B2B demand generation agencies worldwide, with an estimated 2.4K branded searches and 33.1% estimated Share of Search within this set. Worldwide · English terms: these are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "B2B demand generation agencies: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/b2b-demand-generation-agencies

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/b2b-demand-generation-agencies. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.